Business News

Stadium expands into German market

Swedish sport retailer Stadium will open its first German store in Hamburg’s Mönckebergstraße during the fall of 2014. The large-scale flagship store will provide modern and functional sportswear and sports articles in the mid-price segment. Spread across two levels, the innovative Stadium store concept will seek to inspire costumers with an active lifestyle. Special artwork and theme worlds invite shoppers to try out Stadium’s Swedish world of sportswear. The new Stadium shop in Hamburg is giving special emphasis to active families.

The product range will include sporty lifestyle outfits and a wide selection for serious sports enthusiasts. In addition to select brands such as Adidas, Puma or Nike, the store will also present two exclusive brands of its own: SOC and Everest.

The expansion to Hamburg is a result of the sport retailer’s recent growth in the Nordic region. Stadium was able to increase its profit by 27 percent to €23 million. “These results support our decision to expand beyond Scandinavia and by doing so we continue to pursue the goal of expanding the brand, ”says Gustaf Öhrn.

Stadium has been a widely recognized specialist sporting goods and sportswear retailer since its inception in 1987. It is Scandinavia’s largest sport retailer with around 150 stores in Sweden, Denmark and Finland. Stadium offers an extensive range of outdoor sport, classic sport and lifestyle products.